Making Better Decisions Earlier

Pixel Up UX & Design Conference (Cape Town, South Africa, 2017)

Transcript

1. Making Smarter Decisions Earlier Content, Design & Blind Spots Ruining Products & Experiences Ron Bronson Pixel Up 2017
2. Designing for reality.
5. Three kinds of myopia. Lack of long-range perspective in thinking or planning.
6. Designer Myopia “...design with a nearsightedness that results in websites and applications that please ourselves and impress our peers but don’t meet user and business goals.” - Rian van der Merwe
7. Marketing Myopia “A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs.” - Ted Levitt (1960)
8. • Architects see the world differently. • The roots of training. • Justifying their own cognitive dissonance Architectural Myopia
11. We think we know our audiences?
13. We embed biases in products toward our imagined outcomes. This makes us more likely to forget about, or at least minimize, the possibility of other outcomes.
16. By failing to consider the people outside of our own set of experiences, we ignore people with the potential to expand our product use cases.
17. Perspective influences the goal line.
19. What can you do?
20. Decide your stance. “...the attitude the product takes, the personality it has.” -Jon Kolko (Well Designed)
21. Take calculated risks.
22. Ask better questions earlier.
24. “...the player who looks least engaged may be the most committed member of the group. A cynic, after all, is a passionate person who does not want to be disappointed again.” ― The Art of Possibility
25. Highlight the constraints constructively.
26. Focus on team composition.
27. Communicate the value of design & content through frameworks, tools & metrics that resonate with your stakeholders.
28. Test your own assumptions.
29. www.perspective.cards
30. Show your work.
31. People don’t want to love your product.
32. Ron Bronson ron@ronbronson.com @ronbronson on your twitter machine.